Marketing Cloud Dedicated IP and Shared IP use policy

Dedicated IPs

Dedicated IPs allow full control over sending reputation. Using a dedicated IP puts the customer in the driver’s seat because solely their own data, engagement, and sending practices drive the IP's reputation.

Customers planning for volume above 100,000 email messages per month are recommended for dedicated IP use. Beyond 250,000 email messages per month, they will be required to move to dedicated IPs. 

New dedicated IPs must be warmed. Refer to IP Address Warming for guidelines.

Can another Dedicated IP Address be added?

Yes! There are two main reasons an account may need additional IP(s):

Segmentation - When volume exceeds 100,000 of both commercial and transactional messages per month, placing these send types on separate IPs can help protect the integrity of your most important sends. 

Volume - Dedicated IPs have an approximate capacity of 2 million messages a day. Beyond this, IPs become increasingly susceptible to volume-based throttling. Consider adding additional dedicated IPs to accommodate larger volumes. 

Ready to add another dedicated IP?  Please reach out to your Account Executive directly for more information and next steps. 
 

SFMC Shared IP sending

Senders with fewer than 100,000 messages per month may find difficulty maintaining sending reputation. Lower volume customers benefit from use of our shared IP space, which combine sends across other low volume senders.

Shared IP considerations

• There are at least 4 active SFMC Shared IPs available in each stack at any time, and sending IPs may vary depending on what stack the account is located on. We do not guarantee that a customer will be using a specific IP address consistently. For a full list of current SFMC Shared IPs by stack, see our IP Addresses for Inclusion on Allowlists help guide. 

• Shared IP sending reputation is the blended result of all customers assigned to the pool. 

• Customers sending over 100,000 but below 250,000 emails per month are recommended but not required to move to a dedicated IP. Dedicated IP assignments can address deliverability concerns and allow for future increases in volume. Senders exceeding 250,000 emails per month or who are associated with repeated negative engagement (excessive bounces or complaints) may be subject to removal from the shared pool without notice.
• Simultanous use of dedicated and shared IPs is not permitted. Be prepared for IP warming when moving to a dedicated IP.